In the next 10 years, ARC Eurobanan may begin supplying the Spanish market with kiwis during the national production campaign (December to June), and completing the year with imports from the Southern Hemisphere.
This was announced by ARC Eurobanan's Commercial Director Joaquín Rey, whose company is currently promoting the brand Kiwiberico with the slogan "el sabor de lo nuestro" (the flavour of our land).
Kiwis became popular in the 90's with large imports from New Zealand, Italy and later Chile, and Spain is one of the largest worldwide consumers; around 155,000 tonnes per year (3.8 kilos per person), according to the spokesperson of the firm.
Kiwis are the fourth most relevant product for ARC Eurobanan in terms of commercial volumes, making 10 to 12% of the company's revenue in Spain, which reached 335 million Euro in 2012.
The brand Kiwiberico provided the firm with 3 million Euro in 2011; a figure which grew to 7 million in 2012 (133% more).
ARC Eurobanan currently sells around 35,000 tonnes of kiwis, mainly "Zespri" from the Southern Hemisphere, but last season over 7,000 tonnes of "Kiwibericos" grown in Spain and Portugal were sold.
This year, the firm expects to reach 10,000 tonnes with its premium kiwis; 42.85% more.
Homogeneity in production and investments in promotion will lead to growth in the Spanish market, according to his expectations.
Regarding future opportunities for kiwis, he reminded that Europe is a key destination, but not the only one. There are markets such as the Middle East, Asia and America, where there is a great growth potential.
On the advantages of "Kiwibericos" over imported kiwis, Rey mentions their "proximity and attention to detail in production."
Regarding the diversification opportunities that the crop can provide to growers from northern Spain, Rey argues that "it is always recommended to invest in a product with already established commercialisation channels and to follow advice from firms with knowledge in production and commercialisation."
ARC Eurobanan admits that "we are always open to dialogue with those market segments that can help us strengthen our leading position."
The Group, which distributes a wide range of fruit, vegetables and aromatic herbs in Spain, has 5 associated firms: ARC Eurobanan Galicia, Frutas Faustino (Sevilla/Jerez), Morales e Hijos (Barcelona) and Fruites D'Or (Mallorca), and holds a joint venture with Coplaca, a Canary plantain and tropical fruits cooperative.
ARC Eurobanan is a subsidiary of Total Produce (Ireland), a company operating in 90 locations of 19 countries.
It is the main fresh produce provider in Ireland, Spain, Sweden, Denmark, the UK and the Czech Republic and it is also present in South Africa, Slovakia, India, the Netherlands or Italy.
Source: Revistamercados.com
The brand Kiwiberico provided the firm with 3 million Euro in 2011; a figure which grew to 7 million in 2012 (133% more).
ARC Eurobanan currently sells around 35,000 tonnes of kiwis, mainly "Zespri" from the Southern Hemisphere, but last season over 7,000 tonnes of "Kiwibericos" grown in Spain and Portugal were sold.
This year, the firm expects to reach 10,000 tonnes with its premium kiwis; 42.85% more.
Homogeneity in production and investments in promotion will lead to growth in the Spanish market, according to his expectations.
Regarding future opportunities for kiwis, he reminded that Europe is a key destination, but not the only one. There are markets such as the Middle East, Asia and America, where there is a great growth potential.
On the advantages of "Kiwibericos" over imported kiwis, Rey mentions their "proximity and attention to detail in production."
Regarding the diversification opportunities that the crop can provide to growers from northern Spain, Rey argues that "it is always recommended to invest in a product with already established commercialisation channels and to follow advice from firms with knowledge in production and commercialisation."
ARC Eurobanan admits that "we are always open to dialogue with those market segments that can help us strengthen our leading position."
The Group, which distributes a wide range of fruit, vegetables and aromatic herbs in Spain, has 5 associated firms: ARC Eurobanan Galicia, Frutas Faustino (Sevilla/Jerez), Morales e Hijos (Barcelona) and Fruites D'Or (Mallorca), and holds a joint venture with Coplaca, a Canary plantain and tropical fruits cooperative.
ARC Eurobanan is a subsidiary of Total Produce (Ireland), a company operating in 90 locations of 19 countries.
It is the main fresh produce provider in Ireland, Spain, Sweden, Denmark, the UK and the Czech Republic and it is also present in South Africa, Slovakia, India, the Netherlands or Italy.
Source: Revistamercados.com
